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The Globalization of Magazines in India: A case study
Unformatted Document Text:  12 Publisher Publication Partner Year Entry mode Dennis Maxim Media TransAsia 2005 Licensing Pub (UK) Meredith Pub Better Homes and Media TransAsia 2007 Licensing Gardens Bauer Media FHM MaXposure Media 2007 Licensing Rodale Men’s Health Living Media 2006 Licensing Prevention Living Media 2007 Licensing One of the key challenges that international magazine in India face is the absence of audited circulation numbers. The Audit Bureau of Circulation concentrates on newspapers; since English magazines are such a small part of the overall readership their numbers are not audited. Circulation figures for magazines are those given by the publishers themselves with no way to verify them. The industry standard is to discount reported figures by 10-20%. The only exception is Vogue which had its print run (50,000) audited by KPMG. In the same segment, Cosmopolitan is estimated to have a circulation of 90,000; Marie Claire, 65,000 and Harper’s Bazaar’s initial print run was reported to be 50,000. In terms of revenues, the ratio of advertising to circulation is 70:30 as compared to 50:50 in developed markets. Most editors recognize the need to reduce this dependence on advertising and increase subscription sales and circulation. Yet for the right magazine, getting advertising is not a problem. Maxim was able to sell its advertising to for the first year even before it launched in India (Sabharwal, 2007).

Authors: Shrikhande, Seema.
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background image
Entry mode 
Media TransAsia 
Pub (UK) 
Meredith Pub  Better Homes and  
Media TransAsia 
Bauer Media  FHM   
MaXposure Media 
Men’s Health   
Living Media   
Living Media   
One of the key challenges that international magazine in India face is the 
absence of audited circulation numbers.  The Audit Bureau of Circulation concentrates 
on newspapers; since English magazines are such a small part of the overall 
readership their numbers are not audited.  Circulation figures for magazines are those 
given by the publishers themselves with no way to verify them. The industry standard 
is to discount reported figures by 10-20%.  The only exception is Vogue which had its 
print run (50,000) audited by KPMG. In the same segment, Cosmopolitan is estimated to 
have a circulation of 90,000; Marie Claire, 65,000 and Harper’s Bazaar’s initial print run 
was reported to be 50,000.   
In terms of revenues, the ratio of advertising to circulation is 70:30 as compared 
to 50:50 in developed markets.   Most editors recognize the need to reduce this 
dependence on advertising and increase subscription sales and circulation.  Yet for the 
right magazine, getting advertising is not a problem.  Maxim was able to sell its 
advertising to for the first year even before it launched in India (Sabharwal, 2007).  

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